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Workshop content from Effective Digital Marketing Strategies session at WMG's International Institute for Product and Service Innovation.
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© 2014
Welcome
IIPSIINTERNATIONAL INSTITUTE FORPRODUCT AND SERVICEINNOVATION
SCOTT CROWTHERKNOWLEDGE TRANSFER SPECIALIST
© 2014
Effective Digital Marketing Strategies
© 2014
Today’s agenda
0845 Welcome + aim for today Scott
0900 Goals and Objectives setting Ellie
0945 Understanding personas Scott
1030 Coffee
1100 Researching your market + keywords Scott
1200 Content Marketing Session 1 (what is it?) Yiannis / Scott
1230 Lunch
1330 Content Marketing Session 2 (where & how?) Yiannis/Scott
1445 Coffee
1515 Digital User Experience Craig
1615 Pulling it all together Scott
© 2014
What we do at IIPSI
Technology Demonstration
Innovation Projects
Innovation Programme - Workshops
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Expertise Areas
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Why do we do it?
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So what forms a strategy document?
• It is really up to you.
• Every company differs.
• Find a balance between:
andBack of fag packet War and peace
© 2014
Today’s agenda
0845 Welcome + aim for today Scott
0900 Goals and Objectives setting Ellie
0945 Understanding personas Scott
1030 Coffee
1100 Researching your market + keywords Scott
1200 Content Marketing Session 1 (what is it?) Yiannis / Scott
1230 Lunch
1330 Content Marketing Session 2 (where & how?) Yiannis/Scott
1445 Coffee
1515 Digital User Experience Craig
1615 Pulling it all together Scott
© 2014
Experience Led Innovation Toolkit
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Experience Led Approach + Digital Tools =bigger audience, better engagement,
increased business
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Tomorrow’s Headlines
What will be the outcome of today’s workshop on yourbusiness?
1. What will the resulting achievements look like?
2. What would you like to see has occurred?
3. How would a news journalist report theseachievements to the wider world?
4. What does it mean for the press, the trade, yourcustomers, the general public?
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Tomorrow’s Headlines
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Goals and Objectives
"80 percent of marketers incorrectlybegin with tactics instead of goals."
-eMarketer Report 2012
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Goals
What are your marketing goals?(they should align with your company goals !!!)
• Build a brand?• Build a reputation?• Develop relationships?• Sales results?
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Objectives
How will you meet your goals?Create some achievable targets that are measurableand align with your company aims.
• Drive more website traffic?• Gaining more business contacts?• Don’t overstretch yourself!• Make them SMART…
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Objectives
SMART means:
• Specific• Measurable• Achievable• Realistic• Time-specific
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Goals and Objectives
Goal:Grow the business by 10% by expanding into new markets.
Objectives:New LinkedIn marketing campaign in France, achievinggross sales of £50,000 by March 2015.
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Goals and Objectives
Goal:Become known as thought leaders in logistics sector.
Objectives:Have the MD published in 5 major trade publications.Gain 500 followers across Social Media networks.By end March 2015.
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Goals and Objectives
Goal:Increase number of summer season paying visitors by 20%.
Objectives:By end August 2014, run 1 online discount voucheroffer and email marketing campaign to grow the CRMdatabase to 500 people.
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Goals and Objectives
Try some goals and objectives for your business and or…
© 2014
Today’s agenda
0845 Welcome + aim for today Scott
0900 Goals and Objectives setting Ellie
0945 Understanding personas Scott
1030 Coffee
1100 Researching your market + keywords Scott
1200 Content Marketing Session 1 (what is it?) Yiannis / Scott
1230 Lunch
1330 Content Marketing Session 2 (where & how?) Yiannis/Scott
1445 Coffee
1515 Digital User Experience Craig
1615 Pulling it all together Scott
© 2014
Personas:understanding your target
© 2014
Let’s talk about…
• Understanding customers and users.• Not about being a slave to customers’ whims.• Gaining insights which will help you meet your business
objectives.• Designing for the experiences and behaviours you hope to
create for users of a product or service, or engaging in socialmedia and digital marketing interaction.
• We call this:
Experience Led Innovation
© 2014
Put yourself in the user’s shoes
… now how does your company look?
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How many peoplewould push the wrongbutton for this lift?
Understand the user perspective
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Getting it right…
“the user experience iswhat we care about most”
Steve Jobs
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Personas
• Allows you to describe a target Persona in somedetail
• Helps you appreciate their perspective
• Understand how and why they make decisions
• Behaviours, locations, motivations, other brands ofinterest
A tool to assist with understanding andeffective targeting of specific user groups
© 2014
Personas
1. Develop speculative profiles
• Useful for idea exploration, or quick user perspective questioning
2. Better understanding an existing target market
• Build on what you already know, and take this further to gain keyinsights. Who is your target audience?
Personas can be as quick or as involved as you wish – but do beaware of the limitations of the approach you have taken.
Two main ways to use this tool:
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Personas: How to use it
• Goal is to describe the target customer as a real person
• Give them a name and image
• Age, gender, interests
• Use situation – when do they buy / use this product?
• Key information needs
• Decision making factors
• Increase personal description for B2C situations, e.g. music, brands
• Understand decision-making role for B2B situations
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Personas: examples
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Personas: examples
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Personas: examples
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Personas: some common mistakes
1. Too much speculation
• Imagination is good! But balance with hard market knowledge
2. Stereotypes and assumptions
• Beware assuming traditional roles, genders, etc
3. Over-simplifying a market
• Lumping everyone together may miss important insights
4. Too much segmentation
• Look for common behaviour and motivation traits which cut acrossdemographics
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Personas worksheet
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Personas worksheet
Group exercise
• Build a persona from what we know
Owners of:
Volvo V50
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Personas worksheet
Now in pairs, try the same exercise for your own companies.
© 2014
© 2014
Today’s agenda
0845 Welcome + aim for today Scott
0900 Goals and Objectives setting Ellie
0945 Understanding personas Scott
1030 Coffee
1100 Researching your market + keywords Scott
1200 Content Marketing Session 1 (what is it?) Yiannis / Scott
1230 Lunch
1330 Content Marketing Session 2 (where & how?) Yiannis/Scott
1445 Coffee
1515 Digital User Experience Craig
1615 Pulling it all together Scott
© 2014
Research and Listening
© 2014
Why do this?
You will get to understand…
• Your business• Your market• Your competitors• Your customers
…better.
© 2014
It improves your insights on…• Market understanding
• What conversations are happening?• Brand mentions
• Sentiment polarity!• Negative comments• Sales opportunities• Partner development• Product and service development
Research and Listening
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Research• Deeper analysis of companies and customers.• Helps you define a Listening Plan.• Infrequent (maybe once a quarter or less)
Listening• Fixed plan of places/people to listen to.• Relatively quick review of what is happening now.• Do this regularly (weekly?)
Research and Listening
© 2014
Research and Listening
What are you doing right now?
© 2014
Research and Listening
1. Customers
- Analyse existing and potential customers.*- Look into their online conversations.- Why do customers do what they do?- Where are your customers?- What are they discussing?- What are their needs?
* Remember your personas ?
© 2014
Research and Listening
2. Companies
- Track your competitors- And your company!!!
© 2014
Social Listening
But what will we find out?
• Topics / Themes / Content• Sources / Channels for promotion• People / Advocates• Keywords
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Research and Listening
Some places to consider:
• Your industry webzines, blogs, groups.• Social Media.• Competitors’ websites.
© 2014
Research and Listening
Some tools to consider:
• www.mention.net to monitor your brand.• www.opensiteexplorer.org for any site’s inbound links.• www.peerindex.com for finding Advocates.• www.nod3x.com for finding Advocates. ***
© 2014
Sample Listening Plan
Who Where (how)
Us Mudhugger bikeradar, chopMTB, Moredirt.Twitter, Facebook. (Mention)
Competitors MuckynutzPlumeCrud
Bikeradar, chopMTB, MoredirtTheir Websites, Twitter, Facebook,Google+.
Customers Jess StoneRichard Clegg
Twitter, Facebook, Google+.
PotentialAdvocates
Ruth Owen-Evans Website, Twitter, Facebook.
© 2014
Keyword analysis
Keywords are individual words or phrasesthat give a broad view on the main conceptsbeing discussed online in articles, blogs, etc.
Keywords are a helpful tool whenindexing your content and attempting tomake it available to a wider audience.
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Keyword analysis
Why?
• Blog and social media topics• Phrases to include in content• SEO impact (Google rankings!)
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Keyword analysis
In general:
• Brainstorm a seed list of terms• Expand using research tools• Refine with competitor research• Try them and measure impact!• Review in future.
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Keyword analysis
Some Suggested FREE Steps:
• Brainstorm !!!• Ubersuggest (http://ubersuggest.org)• Google Adwords (adwords.google.com)
• Tools > Keyword planner• Long Tail Tool
• http://www.keywordtooldominator.com/k/google-auto-suggest/• Google Trends (www.google.co.uk/trends/explore)• Google search• Twitter• Review competitor’s sites (Google Adwords again!)
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Keyword analysis
• Other tools to consider (paid):
• www.SEMRush.com• www.wordtracker.com• www.SpyFu.com (KeywordSmartSearch)
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Keyword analysis
Tips:
• Consider internationalisation• Mudguard vs Fender !
• “Can anyone recommend…”
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Hashtags!
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Today’s agenda
0845 Welcome + aim for today Scott
0900 Goals and Objectives setting Ellie
0945 Understanding personas Scott
1030 Coffee
1100 Researching your market + keywords Scott
1200 Content Marketing Session 1 (what is it?) Yiannis / Scott
1230 Lunch
1330 Content Marketing Session 2 (where & how?) Yiannis/Scott
1445 Coffee
1515 Digital User Experience Craig
1615 Pulling it all together Scott
www.yourmumux.co.uk
ALTHOUGH MARKETING MAYAPPEAR TO HAVE CHANGED.
WE FUNDAMENTALLY EXISTFOR THE SAME REASONS…
© 2014
© 2014
www.yourmumux.co.uk
SO MUCH CHOICE… SO MUCH CONFUSION
www.yourmumux.co.uk
NEW DOESN’T ALWAYS MEAN GREAT
© 2014
MAKE THE RIGHTCHOICE.
© 2014
© 2014
CREATE ONCE,DISTRIBUTE
EVERYWHERE…
…THAT IS RIGHT FOR YOU
70% planned, 20% programmatic, 10% purely responsive
70/20/10 – BE AGILE
© 2014
© 2014
Content Marketing
© 2014
Content Marketing
what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who will do it?
© 2014
Content Marketing
WHAT THE HELL DOI TALK ABOUT?
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Content Marketing
It’s ok – you’re an expert!
© 2014
Content Marketing
…and you can steal (to an extent)
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Content Marketing
Suggested Steps:
• Start by brainstorming a list of monthly themes• Brainstorm topics within each theme• Your Listening Plan will help inform this!
© 2014
Content Marketing
Theme examples for a B2B software company:
• Mobile app options• Delivering bespoke software projects on time and on budget• Onshore vs Offshore vs Inhouse staffing• Bespoke vs off the shelf software – pros and cons• Company vs contractor, which is best?• Cultivating quality• Technology we like
© 2014
Content Marketing
We need a volunteer !!!
© 2014
Content Marketing
Over lunch…
Brainstorm some monthly themes andtopics for your own company or brand.
Prepare to share to the room after lunch!
© 2014
© 2014
Content Marketing
WHAT THE HELL DOI TALK ABOUT?
© 2014
Today’s agenda
0845 Welcome + aim for today Scott
0900 Goals and Objectives setting Ellie
0945 Understanding personas Scott
1030 Coffee
1100 Researching your market + keywords Scott
1200 Content Marketing Session 1 (what is it?) Yiannis / Scott
1230 Lunch
1330 Content Marketing Session 2 (where & how?) Yiannis/Scott
1445 Coffee
1515 Digital User Experience Craig
1615 Pulling it all together Scott
© 2014
Content Marketing
what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who will do it?
© 2014
Content Types & Creation
• What are you going to create?• How are you going to create it?• Who is going to create it?
• NB1: Will it help you meet your goals?• NB2: Remember Social Listening + Personas.
© 2014
Content Marketing
what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who will do it?
© 2014
Content Hub & Distribution
Now you’ve decided on your content and theformat you would like to use:
• Where will you publish to?• Where will you distribute?
• NB1: Will it help meet your goals?• NB2: Remember Listening + Personas
© 2014
Content Hub & Distribution
OurWebsite
OurWebsite
© 2014
Content Marketing
what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who will do it?
© 2014
Content Planning
Now it’s the ‘when’…
• When will we publish this stuff?• When will we create it?
(and who..?)
© 2014
Content Calendar
Planning for mud !
© 2014
Content Calendar
Planning for mud !
Facebook Twitter Other
Mondays Update from company. Tweet from company. Remind colleagues to retweet and share.
Run Listening Plan.
Tuesdays Update from company.
Also comment on something
newsworthy from an outside source.
Tweet from company.
Comment about something newsworthy
from an outside source.
Unfollow anyone you are following more
than 3 months who isn't following you back.
Source images and infographics for next
week.
Wednesdays Update from company. Tweet from company.
Follow 50 new people and any new
customers.
Remind colleagues to retweet and share.
Plan next week’s Content Planner.
Thursday Update from company. Set up automated Tweets for weekend.
#MTBhour 9-10pm
Write new posts and edit any video footage
for next week’s use.
Fridays Update from company.
Update to welcome any new
customers.
Tweet from company.
#FF Tweet to welcome any new customers
or interesting followers or important
targets.
Retweet about something newsworthy from
3rd party - fun for weekend.
Remind colleagues to retweet and share.
Automate Twitter and Facebook updates for
weekend.
Saturdays React to any posts from others React to anything mentioning company n/a
Sundays React to any posts from others React to anything mentioning company n/a
© 2014
Content Planning
Over coffee,
Try planning for your own company!
© 2014
© 2014
Content Marketing
what will we talk about?
what format will we produce?
where will we publish it?
when will we do it?
who will do it?
© 2014
Today’s agenda
0845 Welcome + aim for today Scott
0900 Goals and Objectives setting Ellie
0945 Understanding personas Scott
1030 Coffee
1100 Researching your market + keywords Scott
1200 Content Marketing Session 1 (what is it?) Yiannis / Scott
1230 Lunch
1330 Content Marketing Session 2 (where & how?) Yiannis/Scott
1445 Coffee
1515 Digital User Experience Craig
1615 Pulling it all together Scott
© 2014
Pulling it all together
Pulling it all together
© 2014
Overall approach
What is your overarching ‘vibe’?- Helpful?- Approachable?- Confrontational?!?
- Pick 3 words that describe your approach.- Could relate to your business mission.
© 2014
Handling Situations
How do we handle queries?
What do we do if things go wrong?Who should handle it?How?
© 2014
Writing the Strategy
• Is yours completed?• Will it achieve the goals you set?• Will it really work?• Do you have enough time to do this?• Enough money?
© 2014
Time Management
You need to decide on what time scales you willdo these tasks, and consider who will do them!
• Research• Email-marketing• Social Media updates• Review your content calendar?• New keyword analysis?
© 2014
What if it doesn’t work?
• Measure against your objectives• Review what worked and what didn’t• Adjust and improve
> When will you do this?